Page 195 - Leaders in Legal Business - PDF - Final 2018
P. 195
own communications style. Some issues that need to be considered are how to effectively
communicate the project timelines to these audiences; how often to provide updates; and how to
receive information from one audience and distill it for another so that all understand the status
of the project at any given time.
The adage is true: Your knowledge is useless unless you can effectively communicate it
to an intended audience. This is why having a resourceful mindset is so important. In the
scenario above, the strategic legal marketer understands basic IT lingo and then how to translate
that into an update for the senior partners and a relevant selling point to convert new clients.
Looking at the reverse, it’s likely that the marketer will receive very limited information from the
senior partners and have to create a list of actionable next steps for the IT team and/or marketing
team.
Strategic legal marketers are effective communicators who are able to receive and
distribute complex information in a way that keeps stakeholders satisfied.
Technology Management
Twenty years ago, a marketer’s skills included good writing and having a mastery of
design, PowerPoint, print, direct mail marketing, public relations, and event marketing. Today, a
marketer additionally must have mastery of the large number of technologies available to
effectively market his or her organization.
Marketing has become so technological that many organizations now have a “marketing
technologist” — who is considered a bridge between IT and marketing — a technologically
savvy professional with a deep understanding of data, analytics, and legal operations coupled
with the creative mindset to transition raw data into actionable insights to drive marketing
results. But, all marketers must have a mastery of different technologies in order to apply them
appropriately.
Marketers must be good technologists for a few simple reasons:
1. The people that we reach are online;
2. The ability to engage online is so effective; and
3. Technologies can amplify marketing efforts effectively.
Technologies used to market
The role of marketing departments in law firms usually spans traditional marketing — the
action or business of promoting and selling products or services, including market research and
advertising — and sales pipeline management — the action of turning qualified prospects into
paying customers.
Consumers can now engage with a company at an event; online through web pages,
videos or mobile app; through printed materials; or via social media. Marketers understand the
strengths and weaknesses of each of these media and channels — including their costs and
potential returns on investment (ROI) — and understand which ones to use for a particular
marketing goal. Marketers are proficient at providing a seamless experience, regardless of
channel or device.
181
communicate the project timelines to these audiences; how often to provide updates; and how to
receive information from one audience and distill it for another so that all understand the status
of the project at any given time.
The adage is true: Your knowledge is useless unless you can effectively communicate it
to an intended audience. This is why having a resourceful mindset is so important. In the
scenario above, the strategic legal marketer understands basic IT lingo and then how to translate
that into an update for the senior partners and a relevant selling point to convert new clients.
Looking at the reverse, it’s likely that the marketer will receive very limited information from the
senior partners and have to create a list of actionable next steps for the IT team and/or marketing
team.
Strategic legal marketers are effective communicators who are able to receive and
distribute complex information in a way that keeps stakeholders satisfied.
Technology Management
Twenty years ago, a marketer’s skills included good writing and having a mastery of
design, PowerPoint, print, direct mail marketing, public relations, and event marketing. Today, a
marketer additionally must have mastery of the large number of technologies available to
effectively market his or her organization.
Marketing has become so technological that many organizations now have a “marketing
technologist” — who is considered a bridge between IT and marketing — a technologically
savvy professional with a deep understanding of data, analytics, and legal operations coupled
with the creative mindset to transition raw data into actionable insights to drive marketing
results. But, all marketers must have a mastery of different technologies in order to apply them
appropriately.
Marketers must be good technologists for a few simple reasons:
1. The people that we reach are online;
2. The ability to engage online is so effective; and
3. Technologies can amplify marketing efforts effectively.
Technologies used to market
The role of marketing departments in law firms usually spans traditional marketing — the
action or business of promoting and selling products or services, including market research and
advertising — and sales pipeline management — the action of turning qualified prospects into
paying customers.
Consumers can now engage with a company at an event; online through web pages,
videos or mobile app; through printed materials; or via social media. Marketers understand the
strengths and weaknesses of each of these media and channels — including their costs and
potential returns on investment (ROI) — and understand which ones to use for a particular
marketing goal. Marketers are proficient at providing a seamless experience, regardless of
channel or device.
181
